Two million children now using smart speakers in the UK: Strategy Analytics

Entertainment and information providers must adapt to new user behaviors

MILTON KEYNES, United Kingdom: (BUSINESS WIRE) Smart speakers like the Amazon Echo and Google Home are proving a big hit with Britain’s kids, according to the latest survey from Strategy Analytics. According to the report, Smart Speaker User Survey - UK Results , at least two million children are now using smart speakers in the UK, particularly for listening to music, searching for information and hearing jokes and funny stories. The analysis is based on an online survey of 1002 smart speaker users carried out in July/August 2018.

Listening to music is by far the most popular activity for children who use a smart speaker. 78% are using it to listen to music at least weekly and more than half at least once a day. Children’s usage of smart speakers is quite different from that of adults: children are more likely to use them to listen to jokes and play games, while adults are more likely to listen to the news and get weather information.

The research also found that more than half of children who use a smart speaker use it to help with homework, learn vocabulary or practice spelling. But in a third of homes where smart speakers are used and children are living, the children are not using a smart speaker at all.

David Watkins, Director, Smart Speakers at Strategy Analytics commented:

“Some parents are clearly quite happy that their children are making use of smart speakers. They are mostly for entertainment, but they also have uses which are more serious, and, some would say, valuable.”

David Mercer, Principal Analyst and the report’s author added:

“Smart speakers are fast becoming the go-to device in the home for entertainment and information applications, and children are quickly adapting to this new behavior. Music, games, video and information providers should take note and adapt their strategies to meet the needs of this fast growing audience.”

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